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Household Appliances in the United States Volume 4: Air Treatment
Mintel, June 2005, Pages: 105
The $1.4 billion air treatment appliance market includes room air conditioners, portable heaters, air cleaners, humidifiers, and dehumidifiers. This report covers the period from 1999 through February 2005. While the market fluctuates significantly due to weather conditions, overall sales have been decreasing since 1999, due in large part to the increased penetration of central air conditioning units, as room air conditioners account for 67% of the air treatment appliance market.
Air cleaners and dehumidifiers have been more successful than the overall market, having increased in sales since 1999, by 21% and 23% respectively. During this period, manufacturers have introduced a number of new products to address consumers’ increasing concerns about the effects of pollution, mold, and dust mites on their health, as well as the effects of extreme humidity conditions on the home and possessions.
As upgrade purchases are uncommon in the air treatment appliance market, first time purchases are key, accounting for 45% of air treatment appliance purchases made in the last two years, according to Mintel’s consumer survey. The majority of purchases of air cleaners, humidifiers, and dehumidifiers are prompted by health concerns, and for this reason allergy and asthma sufferers, as well as parents of young children, are essential to the market. This report examines the hypothesis that increased consumer awareness about the benefits of air treatment products should result in increased sales for all market segments with the exception of air conditioners.
This report focuses on single room air conditioner units, portable heaters, humidifiers, dehumidifiers, air cleaners and air purifiers. Household central air or central heating products are not included. Air freshening products such as plug-ins, scented oil warmers, and aerosol air fresheners are not included.
This report does not include a review of the retail environment. Instead, Mintel is devoting an entire report to the subject of Household Appliance Retailing, publishing in July 2005. Prices used in this report come from leading retailer websites including Sears, Lowe’s, and Home Depot, as well as manufacturer websites. Whenever possible, the MSRP (manufacturer suggested retail price) is used.
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